Lisa Colton and Miriam Brosseau present to a group of Jewish teen educators and program professionals at the Jewish Education Project. January 2015.

1. NEW YORK AREA
JEWISH TEEN PROGRAMS
SOCIAL MEDIA
BOOT CAMP
Lisa Colton
Chief Learning Officer, See3 Communications
President, Darim Online
lisa@see3.com
@lisacolton @darimonline @see3

2. Today’s Goals
• New rules of the marketing game
• Understand how audience insights matter
• Learn how to design for engagement
• Expand your toolbox
• Get clear on your priorities and next
steps

3. Today’s Plan
• New rules of the game, esp for teens
• Audience clarification exercise
• LUNCH!
• Toolbox: Instagram and Snapchat
• Design with a ladder of engagement
• Social media audit and prioritizing

4. The Info
• Lisa Colton @lisacolton
lisa@see3.com
• Miriam Brosseau @miriamjayne
miriam@see3.com
• Slides: http://bit.ly/nyjewishteens1

7. Traditional Marketing Mindset:
Hub & Spokes

8. New Marketing Mindset:
Network
“connect and collaborate” rather than “command and control”

9. Characteristics of Social Media
• Participatory: It blurs the line between producer and
consumer, media and audience.
• Open and Democratic: It encourages comments, voting
and sharing of information. For this reason it is seen as
authentic and trustworthy.
• Conversational: Two (or more) way conversation rather
than one-directional broadcast. Is personal, specific, and
engaging.
• Communal: Supports formation, growth & strength of
communities around a particular shared interest.
• Connected: Thrives on being connected, rather than being
territorial and proprietary.

10. Attention Economy
Be Social
Add Value
Be Real
Strengthen the Network
5 New Rules of the Game

11. #1 THIS IS AN ATTENTION ECONOMY

12. JCC of Manhattan
Short format video
Great reach!
Great engagement!
Highly specific and relevant
earns attention

13. #2 Listen, Be Social & Converastironal

14. On Your Channels, and In Other Channels

15. Bring Your
Social Skills!

16. Be the
Party Host…
Develop a
Culture of
Conversation

17. Beth El Synagogue Center: Facebook & Instagram

18. #3:
ADD
VALUE

19. Social Content is Social Capital
• Social Capital is the
value of connections
between and among
nodes in social
networks.
• Content should be
newsworthy, unique,
controversial, timely
immediately useful
and/or funny.
• 12:1 ratio of
adding value.

20. #4: BE REAL

21. Voice: Sixth & I Synagogue in DC

22. Make it
Personal

23. Work to Strengthen the Network
And then leverage it…

24. John Fitch’s Steam Engine

25. John Fitch’s Steam Engine

26. Social Media Stats
-70% female
-30 million
active users
-60% of users
are under 24
-All mobile
-Highly
personal
“like text
messaging”
-23% teens say
it’s their
favorite
-53% young
adults use
(83% in
wealthy
households)
-49% of users
post daily
-200 million
active users
-Growing FAST
-All mobile
-78% mobile
use
-255 million
active users
-Leans male
-46% tweet at
least daily
-Wide user
base, from
professionals
to teens
-High and
increasing
mobile use
-1.3 billion
active users
-Leans female
-75% of
engagement in
first 5 hours
-Widest overall
use, best for
adults, most
engagement
-Over 1
billion active
users
-2nd most
popular
search
engine
-Often
embedded
content
-Reaches
more young
adults than
any cable TV
network

28. BREAK!

29. Marketing Goals
First, let’s get clear on
our marketing goals.
What are yours? For
example:
• Increase visibility
• Increase conversion
• Parent buy in
• Reach beyond
usual suspects
• # new registrations
• Increase quality of
applications
• What else?

30. Audiences Matter
One size does not fit all. Clarity on audiences
is essential for success. Impacts tools, tone,
and content. All else flows from here.
Who are your highest priority audiences?

31. NEXT…
Lunch (mmmmm)
Instagram and Snapchat
Designing for Engagement
Social Media Audit

34. http://therealtimereport.com/2014/04/11/social-networking-stats-teens-prefer-instagram-over-facebook-rltm-scoreboard/
If you’re
speaking directly
to teens,
you can’t ignore
Instagram.

35. Sum Up the Story in One Moment

36. Mix it Up

37. Hashtags and Interaction
● choose your own
recognizable hashtag
● make use of popular hashtags
● put hashtags in the caption
and comments of your pics
● #dontoverdoit #please
#spamisntkosher

38. Instagram IRL
● Print Instagram photos for an art
show or fundraiser (there are
many tools to help you)
● “Report Live” using pics and
hashtags at an event, or
throughout the program
● See pics as puzzle pieces to
gradually reveal a larger image

41. Snapchat: The Medium is the Message

42. DoSomething Nails It

43. Snapchat
Strategy
● Users follow their friends.
Be a friend, not a brand or
the voice of a program.
● Cross-channel promotion is
key if you want to build your
following.
● Snapchat is a great way to
deepen relationships with
individuals and small groups.
Who are your influencers?

44. Ladder of Engagement

45. Engagement Ladder Secret Sauce:

46. What Do You Need to Scaffold?

47. Share Your
SunriseWALKS Ex perience!
@Sunrise Day Camp
@SunriseDayCamp
@SunriseDayCamp
#SunriseWALKS

48. Big Duck: Engagement Steps

49. Choreograph In Advance
What steps do you need
to set up to help people
move up each rung? E.g:
– Social sharing on your
website
– Capture emails on your
website
– Create sharable content
– Be personal and social
at the party!

50. • Make it easy!
• Anticipate steps.
• Guide people to
them.
• Use each action
as a step to the
next rung.
• Make it personal
and social, not
only informational.
• Think psychology!

51. Designing Your Ladder
AWARE INTEREST INTERACT ENGAGE EVANGELIZE
“Hmmm,
look at this”
“Mom, I’m
curious
about this”
“I’ve looked
at your site”
“I’m hanging
out, I’m
coming”
“Hey, you
should do
this with
me”
Sees in a
paper, on
FB, hears
from friend.
Forwards to
their teen,
talks to
other parent
Looks at
website for
cost, dates,
details
Likes page
on FB.
Submits
inquiry form
Tells other
parents
about it on
FB.
Hears from
a friend
Looks on
social
media for
cool factor
Follows Comment,
social
interaction
Shares
content,
tells friends
Hears from
you or thru
referral
Talks with
colleagues,
clicks thru
Follows,
emails,
responds
Asks
questions,
comments
Shares info
in their own
channels
Parents
Teens
Influencers
What are your steps, and how do you choreograph?

52. Think in Rungs
• Know your audiences and their rungs
• Be clear on what action steps look like.
• What will you do to support action at each
level?
• How can you set up (and maintain) your
channels to help scaffold this?
• What content, tone do you need?
• What staffing, personality to connect?

53. Audit: Let’s Look Deeper
• Website
• Searchability
• Social media
channels
• Social media
engagement
• Consistency

54. Social Media is a Contact Sport

55. • Lisa Colton @lisacolton lisa@see3.com
• Miriam Brosseau @miriamjayne miriam@see3.com
• Org accounts: @see3 @darimonline
• Slides: http://bit.ly/nyjewishteens1